Code
MUFE MKT 3401
Niveau
L3
Discipline
Marketing, commercial
Langue
Anglais/English
Crédits ECTS
3
Heures programmées
18
Charge totale étudiant
60
Coordonnateur(s)
Département
- Management, Marketing et Stratégie
Equipe pédagogique
Introduction au module
This course introduces students to the essential principles of marketing. They will learn the various steps of the marketing process in order to deliver a market offering that brings value to customers, while capturing value in return: analyzing the environment, formulating a marketing strategy, and implementing the strategy through the marketing mix. We will cover how to effectively segment consumers, target selected segments, and position an offering vis-à-vis the competition to offer a superior value proposition for those segments. The different elements of the marketing mix will then be treated in detail successively. The students will also learn how firms can use customer relationship management to sustain the value exchange over time.
Bloc de compétences
- 2. Produire et mobiliser des savoirs hautement spécialisés, issus d’une réflexion critique, et dans un champ d’expertise
Compétences du bloc
- 2.1 - Développer une conscience critique des savoirs hautement spécialisés, dont certains sont à l'avant garde du savoir, en vue de formuler des contributions novatrices à des problématiques complexes, en cohérence avec le plan stratégique des organisatio
Objectifs d'apprentissage du cours
At the end of this introductory course, students should be able to :
- Define and explain the important concepts of marketing
- Use common frameworks to analyze the market environment
- Analyze and/or define the marketing strategy of an organization
- Develop a sound operational plan to implement a marketing strategy through the marketing mix
- Use scoring methods to manage customer relationships
Contenu : structure du module et agenda
Session 1: Marketing as a value-creation process
Session 2: Understanding the environment and the marketplace
Session 3: Segmentation and Targeting
Session 4: Positioning and Differentiation
Session 5: Service and Product Strategies
Session 6: Pricing Strategies
Session 7: Place and Promotion
Session 8: Customer Relationship Management
Session 9: Group Presentations + Recent developments in marketing
Contribution à l'atteinte des ODD (Objets du Développement Durable)
ODD2 - End hunger, achieve food security and improved nutrition and promote sustainable agriculture
We will discuss the use of a marketing strategy to create a separate category for “ugly veggies” that provides nutritional benefits for price-sensitive consumers.
ODD5 - Achieve gender equality and empower all women and girls
When covering price discrimination strategies, we will discuss associated ethical problems, such as the pink tax, by which feminine products tend to be priced higher than their masculine counterparts.
ODD9 - Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
The students will consider a new challenge faced by an organization, either due to the rise of artificial intelligence or the push for sustainability initiatives, and they will propose a marketing plan to address it.
ODD10 - Reduce inequality within and among countries
When covering price discrimination strategies, we will discuss initiatives to offer price discounts to low-income populations.
ODD12 - Ensure sustainable consumption and production patterns
We will discuss the social responsibility of companies in offering products that consumers want, but that have a negative impact on the environment.
Nombre d'ODD abordés parmi les 17
5
Apprentissage
synchrone
Méthode pédagogique
Lectures and class discussion on practical examples
Case studies
Group project to apply the concepts learned
Système de notation et modalités de rattrapage
Participation: 10%
Quizzes: 10%
Group project: 30%
Written final exam: 50%
For students with a total grade below 50 out of 100, a written resit exam will be offered and will count for 100% of the grade.
Références obligatoires et lectures suggérées
P. Kotler, G. Armstrong, S. Balasubramanian (2024): Principles of Marketing (Global Edition, 19th ed.)
Mots-clés
Marketing strategy, Marketing mix, Value creation, Value exchange, Customer relationship Management